Tapjoy-2017年新式移动玩家：广告偏好调查报告（英文）-18页-2mb

The Modern Mobile Gamer: Advertising Preferences Revealed

Core Content

This report by Tapjoy explores the advertising preferences of modern mobile gamers, focusing on the effectiveness of rewarded ads compared to mandatory ads, and identifying the most engaging ad formats and content types.

Main Findings

• Rewarded Ads vs. Mandatory Ads:
  Consumers prefer rewarded ads over mandatory ads by a 4-to-1 margin.

  • 75% of US consumers are likely to engage with rewarded ads, with more than half being "very likely".
  • 80% of US consumers prefer opt-in ads that offer rewards (e.g., in-app currency) over mandatory ads like pre-roll videos.

• Preferred Business Model:

  • 54% of mobile app users prefer freemium apps with rewarded advertising over paid or ad-supported apps.
  • Frequent gamers (those who play 9+ hours per week) show a higher preference for freemium models (60% vs. 52%).

• Preferred Ad Formats:

  • Video ads are the most popular rewarded ad format, with 63% of consumers citing them as their favorite.
  • Mobile app installs (10%) and playable ads (9%) are next in popularity for earning rewards.

• Engagement Levels:

  • 51% of US consumers are willing to watch 4+ video ads per day for rewards.
  • 37% are willing to watch 6+ video ads per day.

• Content Preferences:

  • Humor is the most appealing content type in video ads, with 44% of consumers preferring it.
  • Storytelling (28%), product demonstrations (26%), and special effects (24%) follow.
  • Ads with sex appeal (13%) or featuring famous celebrities (13%) are least popular, although men are more likely to appreciate sex appeal than women.

• Ad Category Preferences:

  • Movies & Entertainment ads are the most popular (55%), followed by Food & Restaurants (46%), Retailers (25%), Fitness & Healthcare (22%), and Local Services (18%).
  • Telecom & Wireless (9%) and Financial Services (8%) are the least appealing, even among high-income consumers.

Key Advertisers and Developers Insights

Best Practices for App Developers

• Make Rewarded Videos Easy to Find:

  • Include the Native-to-Earn button in your app's home screen or storefront.
  • Use Message-to-Earn and Push-to-Earn features to promote rewarded videos through in-app messages.

• Rely on Context:

  • Insert rewarded ad offers during relevant in-game moments, such as when a player fails a level or needs more energy.

• Fine-tune Your Exchange Rate:

  • Balance the reward value to avoid underpaying users or overloading the in-game economy.

• Conduct Currency Sales:

  • Run limited-time offers where users earn more currency for watching videos.
  • Use custom branding and control payout ratios for personalized campaigns.

Best Practices for Advertisers

• Run Rewarded Mobile Video Ads:

  • Focus on rewarded video ads to maximize engagement and performance.
  • Increase the number of rewarded video ads if already running them.

• Use Humor:

  • Incorporate humor into ad campaigns to capture attention and improve engagement.

• Avoid Overuse of Sex Appeal:

  • While "sex sells" is a common belief, it is not effective in mobile advertising, as it is among the least appealing elements.

• Avoid Famous Celebrities:

  • Celebrity endorsements do not necessarily drive attention in mobile ad campaigns.

• Keep It Short:

  • 15 seconds is considered an optimal length for video ads, as users are willing to spend that much time for in-app rewards.

• Deliver a Call-to-Action:

  • Use interactive end cards to encourage users to take specific actions, such as downloading an app or visiting a website.

About Tapjoy

• Tapjoy is a global company founded in 2007, with offices in over a dozen countries, and is headquartered in San Francisco.
• It provides a Maximum Impact Platform™ for mobile engagement and monetization.
• The platform includes rewarded Interplay™ ads, such as video and rich media, and is used by Fortune 500 brands and top app developers.
• The Tapjoy SDK is embedded in over 14,000 apps, reaching 550 million monthly active users globally.
• A 2016 comScore™ study showed that Tapjoy Interplay® ads deliver a 3x lift in brand metrics.

Summary Statistics

• 125MM+ Monthly active users in North America
• 550MM+ Global monthly active users
• 14K+ Active apps using Tapjoy's platform
• TH4NK YC6U (likely a placeholder or typo for "Thank You") is the company's tagline.